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Media Comm def., personal brand, Brand storytelling, professional, creative director
Updated on Aug 24, 14
Created on Aug 23, 14
Category: Not Categorized
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Sitzblitz's List: Media Comm. Industry
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Aug 23, 14
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Media (or medium) is defined by the American Heritage Dictionary as "an intervening substance through which something else is transmitted" and also as "a means of expression as determined by the materials or the creative methods involved." Communication is "the exchange of thoughts, messages or information."
MCA-I members are the media communication professionals who provide the vital connection between the creative methods and the "intervening substance" (a.k.a. technology)
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MCA-I members are skilled in both creative storytelling techniques and the technology needed to capture the story and transmit it to the audience. MCA-I media pros can translate "creative-speak" into "techno-speak" when necessary, and help businesses take advantage of the best of both to inform, educate, influence and motivate their employees and customers.
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Contrary to popular belief, simply existing does not mean you have a brand or any force behind it. Branding is defined as the idea or image of something (product, organization, individual) that people can connect with. It’s the embodiment of qualities and attributes that culminates in value, promise, and reputation. It can, when built and used correctly, be a very powerful asset. Branding allows for positioning, filling a hole in the mind of our audiences, and narrowing focus to make more money. This is not a cynical view or definition of the word; it’s the reality of how it’s used today that originated from half of the team that made branding the powerhouse that it is, Al Ries. Branding is used to boost profit and increase riches.
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Aug 23, 14
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The article discusses the building of a personal brand online to increase Society for Industrial and Organizational Psychology (SIOP) visibility in 2014. It states that developing a brand starts with self-evaluation, that the current brand should be audited, and that one's identity as an I-O psychologist should be developed and communicated. The article notes that Linkedin connects professionals and facilitates recruitment and advertising, while Twitter allows the sharing of brief messages.
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When we get into ‘brand storytelling’, though, things get complicated. Sometimes, it seems to be about writing the things I just mentioned, but with the aim of promoting a brand rather than a product. In this area, it seems it can also overlap with brand values, company vision and sometimes tone of voice. Some brand storytelling is meta-content that spreads the word about the process of creating or refreshing a brand, like Starbucks’ So, Who is the Siren?.
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Evidence-Based #evidence
A major trend in public relations is that of measurement from the outset and throughout a campaign to measure impact and effectiveness. Burson-Marsteller has developed an evidence based approach to communication with the use of research among target audiences to test messages and measure results. Digital campaigns are particularly easy to track as many social media channels like Facebook, Twitter and YouTube have their own analytics which make it possible to demonstrate the reach of these campaigns by the number of views, shares, retweets, likes, etc. But it’s pushing beyond simple measurement into actionable insight that will be the game- changer for communications.
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What’s the story of your brand? Storytelling, or providing consistent and compelling content to build a picture of a company, is becoming more important as people scrutinise brands and businesses. And while storytelling is a broad concept that means different things to different marketers, exclusive research suggests that some brands are doing better than others with their stories and how they tell them.
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